Coca-Cola is launching a multi-faceted Olympic Games-themed marketing program in the U.S., anchored by a group of high-profile U.S. Olympians and U.S. Champions, known as the Coca-Cola “Six Pack” of athletes, limited edition Olympic Games-themed packaging, media and digital experiences.
Currently hitting supermarkets, convenience stores and mass retailers are limited edition, Coca-Cola Olympic Games-themed collectible cans and FridgePacks featuring silhouettes inspired by some of the most popular Olympic Winter Games sports. An additional commemorative can featuring a contemporary interpretation of the Inukshuk, the symbol of the Vancouver 2010 Olympic Winter Games, will be released closer to the opening of the Games. Additional packaging includes 20-ounceCoca-Cola bottles, multipacks and two liter bottles, with a new silhouette appearing every two to three weeks. More than 700 million cans will be on store shelves throughout January and February.
“The dedication to active living and amazing athletic performances of our “Six-Pack” of athletes served as inspiration for these Coca-Cola Olympic Games-themed collectible cans,” said Katie Bayne, chief marketing officer, Coca-Cola North America. “Our special packaging and overall Coca-Cola Olympic Games program are a great way to celebrate the Games and open a little happiness while enjoying the exciting competition with your friends and family.”
The Coca-Cola “Six Pack” includes five-time Olympic medalist Apolo Anton Ohno (short track speed skating), Olympic silver medalist Gretchen Bleiler (snowboard), three-time Olympic medalist Angela Ruggiero (ice hockey), World Champion Evan Lysacek (figure skating) and two-time U.S. figure skating champions Keauna McLaughlin and Rockne Brubaker.
The new Coca-Cola global Olympic TV commercial, “Snowball,” debuted during the season premiere of American Idol, and a series of four :15 second spots promoting the Coca-Cola Olympic Games-themed collectible cans and two :30 vignettes featuring the Coca-Cola “Six-Pack” of athletes and cans will run on NBC during primetime Olympic Winter Games programming.
During the Opening Ceremony on Feb. 12, viewers will see a special commercial that celebrates the 80-year partnership between Coca-Cola and the Olympic Games.
Coca-Cola is partnering with NBC as an exclusive sponsor of Team USA on NBCOlympics.com and NBCOlympics mobile. The sponsorship includes a custom content section that captures all of the celebratory and feel-good moments of the Vancouver 2010 Olympic Games and a mobile application called “NBC Olympic Cheer presented by Coca-Cola.” The application brings fans into the Vancouver experience by playing energetic, familiar sounds related to the Games like air horns and cowbells and the sounds associated with drinking a refreshing Coke (ice clinking, pouring, the first “ahh”). Fans also can support Team USA by recording and submitting their own custom cheers within the application.
Rounding out the NBC partnership is the exclusive sponsorship of “Primetime Challenge,” which enhances the Olympic Winter Games viewing experience by allowing fans to play along with the TV broadcast through a two-screen application synced up to live action, offering trivia, predictive questions, polls, fun facts and athlete profiles.
MyCokeRewards.com serves as the hub for everything Olympics Games as members can redeem points for Coca-Cola Olympic Games gear, learn about the collectible cans and the Coca-Cola “Six Pack” of athletes, and earn bonus points when U.S. athletes win medals during the Vancouver 2010 Olympic Winter Games. For Olympic Games fans on the go, Coca-Cola offers a mobile site that reflects the content found on MyCokeRewards.com, plus downloadable wallpaper of the athlete silhouettes featured on the collectible cans.
At MyCoke.com, visitors can design their own digital Coke bottle to share with others around the world, learn about the Coca-Cola “Six Pack” of Olympic athletes, view videos, including Coca-Cola Olympic Games commercials and U.S. Olympic Committee webisodes featuring the “Six-Pack” of Olympic athletes, and participate in an interactive global video game.
In addition, three Coca-Cola North America employees were selected to be Olympic torchbearers.
The Coca-Cola Company has been an Olympic Games partner since 1928 and is the longest continuous corporate supporter of the Olympic Movement. The Coca-Cola Company is the exclusive nonalcoholic beverage provider to the Olympic Games through 2020.